000			04761cam a2200505 i 4500
001			22790812
003			OSt
005			20230703101912.0
008			220915s2022 caua b 001 0 eng d
010			_a 2022275950
020			_a9781793511881 _q(paperback)
020			_a1793511888 _q(paperback)
020			_a9781506380803
020			_a1506380808
035			_a(OCoLC)on1037809138
040			_beng _cNIRUC _dNIRUC
042			_alccopycat
050	0	0	_aHD 59 _b. T46 2022
082	0	4	_a659.2 _223
100	1		_aThompson, William, _d1955- _eauthor.
245	1	0	_aWriting for public relations and strategic communication / _cby, William Thompson, Nicholas Browning.
260			_aSan Diego : _bCognella, _c2022.
264		1	_aSan Diego : _bCognella, _c[2022]
300			_axxiv, 416 p, : _b ill, _c26 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 397-409)and index.
505	0		_aPART I. Think First, Write Second. -- 1. Communication Theory in Real Life -- 2. Transforming Communication Theory Into Working Models of Persuasion -- 3. Creative Communication Planning -- 4. Market Research and Targeting -- 5. Ethical Issues for Persuasive Writers -- PART II. How to Write Strategically. 6. Reaching the Right Audience Right Now -- 7. Building a Persuasive Case -- 8. Adding Sensory Channels -- 9. Fostering Interactivity -- PART III. Executing Tactics to Serve a Goal. 10. The Audience to Reach an Audience -- 11. Delivering Uncontrolled Messages -- 12. When the Organization Controls the Message -- 13. Delivering and Evaluating Controlled Messages -- 14. New Media, Old Tricks -- 15. Say Something,Then Be Ready for Anything.
520			_aWriting for Public Relations and Strategic Communication equips students with the knowledge, skills, and tools they need to write persuasively. The book underscores the importance of strategic analysis at the beginning of the writing process. Utilizing an audience-centered perspective, it shows how persuasive writing emerges organically after critically assessing the goals of an organization's message in light of its intended audience. Students learn essential strategic thinking and planning skills to create effective and intentional writing. The book presents the theoretical underpinnings of behavior, which students can then employ to generate prose that prioritizes the audience's reasons for attending to the message. The book is unique in presenting a primer on communication, persuasion, and moral theories that provides students a roadmap for constructing effective, ethical arguments. Throughout, anecdotes, examples, quizzes, and assignments help connect theory to practical, real-world applications. Writing for Public Relations and Strategic Communication helps readers build their persuasive writing skills for professional and effective public relations, employing unique strategies and tactics, such as: - A generative writing system that helps students identify and organize important information to produce quality prose, then adapt it to various media, on deadline - Interactive walkthroughs of writing examples that deconstruct prose, offering students insights not just into what to write, but how and why practitioners make strategic choices-down to the word level - Long-form scenario prompts that allow students to hone their persuasive writing, editing, and communication management skills across an array of platforms - Three two-chapter modules where the first chapter demonstrates how to write effective prose for a particular channel and the second offers practical help in delivering those products through message-delivery channels - Detailed case studies demonstrating how to translate research and planning into storytelling that addresses organizational problems - Unique chapters building important analytical literacies, such as search engine optimization tactics, marketing statistics analysis and data-driven audience targeting methods.
650		0	_aPublic relations.
650		0	_aPublic relations _xAuthorship.
650		0	_aCommunication in marketing.
650		2	_aPublic Relations
650		6	_aRelations publiques.
650		6	_aCommunication en marketing.
650		7	_apublic relations. _2aat
650		7	_aCommunication in marketing. _2fast _0(OCoLC)fst00870196
650		7	_aPublic relations. _2fast _0(OCoLC)fst01082892
650		7	_aPublic relations _xAuthorship. _2fast _0(OCoLC)fst01082895
700	1		_aBrowning, Nicholas, _eauthor.
906			_a7 _bcbc _ccopycat _d2 _encip _f20 _gy-gencatlg
942			_2lcc _cBK _n0
999			_c426 _d426